Royal College of Obstetricians and Gynaecologists
Creating customer journeys for a professional audience
The Royal College of Obstetricians and Gynaecologists (RCOG) needs to deliver complex, integrated digital journeys to support professional clinicians from the start of their medical careers on. To underpin their digital transformation they wanted a set of insight-led customer journey maps.
Digital Strategy

The challenge
The Royal College of Obstetricians and Gynaecologists (RCOG) works with a wide range of audiences and works to engage professional clinicians across the course of their careers, from when they start medical school to when they retire.
We have been working with them on projects across their drive to transform their digital. The RCOG determined that at the heart of their work on the transformation would be a set of insight-led customer journey maps that would identify the challenges, needs and motivations faced by their core audiences.
Their three key objectives for this work were:
- Develop detailed insight into their key audiences
- Identify improvements, pain points and opportunities within the existing customer journey
- Lead the organisation’s digital transformation, using insight and analytics to improve the experience across multiple digital platforms
Our approach
The key to delivering these complex journey maps was to root them in strong insight. We started by delivering a survey to over 650 users to determine key points within the user journey and to understand motivations. These findings were then further developed with internal audience workshops, analytics and qualitative research to delve into the more complex areas of the journeys.
We used this insight to develop a set of personas which could then be used as a base for the journey maps. The maps included goals, touchpoints, emotions and pain points, all from the perspective of our audience. Using these insights, we also identified opportunities, key acquisition moments and retention journeys.
We then developed a number of initial recommendations designed to improve the journeys, complimenting this work with a suggested target journey and engagement plan for each audience. These served as templates that the College could use to continue to develop this work as their transformation programme continued.
What the client said
“We Are MC² helped us understand not only who our key audiences were, but what they wanted from us. The results from this work have proved invaluable throughout our work and will continue to do so in the future. Working with the whole MC2 team is a joy. They are professional, understood what we were trying to achieve immediately and worked collaboratively with us to achieve our desired outcome. I hope to work with them again very soon!”
Amy McCullough, Digital Implementation Lead, RCOG